Microsoft has secured a new partner to expand and develop the Xbox and Xbox 360 brand on a global basis, signing a multi-year agreement with newly formed 4Kids Entertainment subsidiary, 4Sight Licensing Solutions.
Under the terms of the new agreement, 4Sight will work in partnership with Microsoft's Franchise Development team, exclusively handling all global brand development and merchandising deals for the Xbox and Xbox 360.
Microsoft recently signed an exclusive deal with 4Kids Entertainment (the parent company of 4Sight Licensing solutions) to reach a global audience with the Rare developed Viva PiÃ±ata franchise, which launches at the end of the year as an Xbox 360 exclusive game, Saturday morning cartoon series and global merchandising program.
The new licensing deal further extends that relationship, broadening the potential audience for the Xbox 360 and strengthening Microsoft's efforts to showcase the console as more than a simple games machine.
Alfred R. Kahn, Chairman and CEO of 4Kids Entertainment, commented: "The increasing status of Xbox 360 as the premiere next generation digital gaming and entertainment system makes this the perfect time to introduce a carefully orchestrated licensing program that expands the Xbox brand."
"We considered a number of leading agencies to represent the Xbox, but it was the team at 4sight who demonstrated an understanding of the Xbox long-term strategy and point of difference in the global market," added Ed Ventura, director of franchise development at Microsoft. "They presented a clear direction as to how to expand the brand into a broad-based licensing program that will enhance Xbox 360."